Assignment Problem: You have been employed in the marketing function in a family-owned business which has grown rapidly and recently has hired many new staff. The owners have very limited knowledge of the subject of marketing, and you have been asked to prepare a report to explain how important it is that all staff understands their role in delivering the organization's promise to customers.
In a concise report of 3000 (three thousand) words you are asked to:-
a). clearly contrast the concepts of production and marketing orientations by stating their similarities and differences.
b). evaluate the types of customers that the organisation serves (individual customers and organisations as customers) - focusing on aspects of customer behaviour, including factors that influence their decision-making.
c). demonstrate that all organisations have some intangible (service) aspects to their offering, briefly referring to the other characteristics of services which present challenges to delivery of the origination's promise to customers.
d). explain the role of staff in delivering the organization's offering, basing your recommendations on the elements of the ServQual model.
Complete the above task in an essay of word length 3000 words
FOUR sections of roughly equal length.
Make effective use of diagrams, tables and appendices. These are excluded from the word count.
Ensure the work you submit is your own effort, and acknowledges sources you have used, formatted as BBS regulations. As a minimum use 10 sources (combining academic & industry)
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